Derivation of Persian Carpet Brand Model in Export Markets

This paper discusses how branding process of Persian carpet in the U. S. market does work and finally a model based on the performance of Persian carpet exporters has been derived. The population for this study consisted of Iranian exporters; about 130 exporters participated in this survey. A questionnaire including 59 questions was used to collect data and finally the data was analyzed using LISREL and the conceptual model was derived. The results show that Iranian exporters believe that they have control over the international branding activities in the U. S. Market; this has improved their level of brand orientation and international commitment to market development. The Persian carpet exporters view themselves as committed to the needs and requirements of the United States market and they perceive themselves totally brand oriented. In the Iranian exporters'' opinion، marketing strategies used in the U. S. market، are working properly and these exporters are satisfied with the results of Persian carpet brand''s financial performance in this segment. Finally، the model that emerged shows briefly the factors affecting performance of Persian handmade carpet brand in the U. S. market.